Walmart Media Group’s success at adding new advertisers indicates that its introduction of a self-serve ad portal at the beginning of the year likely helped more marketers get a foothold on its platform. The rollout of an application programming interface (API) for the Walmart Advertising Partners Program opened its digital ad inventory to automated online auctions, giving marketers and their agencies more flexibility in their media buys. Walmart followed that rollout with the introduction of “performance dashboards” last summer, giving marketers software tools to analyze data about their display and sponsored products campaigns in stores and online.
